The same 5850 is $40 cheaper on newegg with rebate.
The coolers on those cards are nice but they don't vent out of the case, they just pass they heat issue from the card to the case. The reference ones are better.
Incorrect in most situations.
http://www.guru3d.com/article/gigabyte-radeon-5870-soc-review/6Simply looking at the cooler will tell one that it is capable of cooling better than the stock one. If you've taken apart a 5870 you will see that the cooler is pretty measly. This one has more surface area and the heat is better conducted via heat pipes. The review says it all. I'm going to say that if you're spending $200+ on a graphics card, your case probably has adequate airflow, negating the issue of this card venting into the case. With an antec 300 I for one, am not concerned as my airflow is excellent.